When I buy $ 120 Levi’s jeans, I don’t really care about the quality of the jeans. I watch if he gives me a nice ass. You get the idea. The value of the perceived price allows brands to set up the appropriate Marketing UK Email List a luxury positioning. This is particularly the case with Apple’s marketing strategy. This is also what is happening with Lidl’s clothing line, with Sneakers in mind: Since Lidl sneakers are rare and have a lot of buzz on the web, some are ready to buy them 10 times the price because they will be able to tell it to themselves on Instagram.
When you buy a product that is not a primary need, you are willing to invest sums that will seem unreasonable to others because they do not see the product as you see it. This is also why people buy pens for several thousand euros while others will always be satisfied with a pen. Finally, the 3 Marketing techniques that we have just seen combine and can largely explain the success of Lidl clothing. But I think there is something else behind this, a tendency that I notice more and more that is to make decisions to appear as unconventional as possible. And that, I am convinced that Lidl thought of it when launching its range of clothing.
Buzzer with Perceived Price Value
Because a lot of brands make their decision based on this bias that I have called the counterbalance effect. The 3 reasons we have seen previously to justify the success of Lidl Sneakers have been the subject of very in-depth scientific studies and the cognitive biases to which they refer are recognized by professionals in psychology and behavioral economics. This is not the case with the counterbalance effect that I have just invented for my analysis, but I am sure you will agree with me. Do not hesitate to tell me what you think of my theory in comments elsewhere and if you have examples in mind, I am necessarily interested.
What is the Counterfeit Effect in Marketing? The counterpoise effect, I named it as such because I have noticed for a few years a rather funny tendency which consists in making a decision totally opposite to what should be, in our opinion, that of the masses in this context. For example, a hard discount brand, poles apart from luxury and fashion, is launching a range of clothing. Faced with this ultimate paradox, the population is expected to reject this range and even laugh at it on social networks. Suddenly, in opposition to this supposed decision, we decide to buy Lidl sneakers to stand out from the others and have the impression of being unique.
Seducing nonconformists with the counterfeit effect
The thing is, as everyone tries to be unique, to make decisions that go against what others think, we all end up doing the same thing as we saw with the principle of social proof. I think that’s the essence of Lidl’s Marketing genius with their Sneakers. The hard-discount brand has won everything thanks to this: the nonconformists buy and the sheep follow through the principle of social proof. Clothes attract, the perceived value of the price creates riots and stockouts strike the final blow. Lidl, therefore, achieves the goal she set for herself: to be talked about on social networks.
The engagement rate on social networks is the indicator to follow in order to develop your community, be more visible, or even gain customers. Your return on investment directly depends on it. So how can you improve your conversion rate in concrete terms? Here are 5 tips to follow. This is an error that I find very often with my clients: they create a publication that they share in copy/paste on all their social networks. So yes, it saves time but there are two problems with that. Much to the chagrin of your engagement rate. First, people who follow you on several of your social networks will only engage once with your post. The best. As a result, your engagement rate will be limited on other social networks.